Building UX Foundations at Extend Commerce

Equipping Extend Commerce with design tools and a UX/UI analysis to elevate design maturity and enhance user experience across their product portfolio.

ESTIMATE SIMILAR PROJECT
Client
Founded in Sweden in 1999, Extend Commerce is a leading cloud-based platform empowering businesses worldwide with full control over sales channels, inventory, and operations. Extend supports industries like wholesale, retail, pharmaceuticals, FMCG, and alcoholic beverages, enabling seamless domestic and international trade.
Project Overview
Extend Commerce approached us with a clear objective: to adopt design thinking and strengthen their use of UX/UI methodologies. Their aim was to better understand user needs and make more informed decisions in product development.   Our initial analysis revealed that their design process was primarily driven by individual feature requests rather than a comprehensive, user-centered approach. In our early discussions, we agreed to prioritize improvements to their Warehouse Management System (WMS). However, there was still uncertainty about which issues to address first and how to approach them.
Business Needs
Establish Product Discovery
Gather Learnings about WMS Users & User Journeys
Uncover WMS Painpoints and Improvements
Scope
Internal Stakeholders Interviews
Workshop
User Research
UI Audit
Tools
Miro
Google Meet
Pen & Paper
Recording Tools
Figma

INTERNAL KICK OFF

To gain clarity, we facilitated a workshop with managers from three departments and the Head of Product Development. The primary goal was to "Identify improvement areas for Extend’s WMS."  The workshop proved highly productive. Together, we identified 31 specific issues, then the team voted on the top three, reframed them as "How Might We" questions, and generated 21 potential solutions. We then prioritized these using an Impact vs. Effort matrix.  The result was a clear roadmap for future actions, as well as a valuable framework that Extend can apply to future projects. In collaboration with the Head of Product Development, we established three key goals to guide our work moving forward.

THE WHAT

  • Evaluate System Onboarding: Assess ease of onboarding and identify ways to improve the learning curve
  • Analyze the Order Picking Process: Map user journeys, identify bottlenecks and pinpoint issues
  • Discover New Opportunities: Uncover insights for long-term improvements and innovations in WMS design

THE HOW

To gain a better understanding of the user experience with Extend WMS, we conducted qualitative research. This approach allowed us to observe real-world interactions and hear directly about the challenges users face. We chose qualitative methods because we wanted to deeply understand how the system affects users' daily tasks and identify pain points that might not be captured by quantitative metrics. We did:

  • Field Study: Observing employees using the system to pick, scan, and pack orders, using the "Think-Out-Loud" method.
  • User Interviews: One-on-one interviews with employees, including both experienced warehouse managers and newer warehouse pickers, to capture diverse insights

We hired Blueprint to conduct an analysis, and their report was both detailed and valuable. Their professional approach and knowledge impressed us, and we look forward to benefiting from the insights in our continued work. Working with them was smooth and gave us concrete tools to improve the user experience of our product.

Anton Bildh
Head of Product, Extend Commerce

RESEARCH ANALYSIS

Onboarding

The onboarding section reveals general satisfaction with the WMS process, but users expressed a need for more learning tools. Inexperienced users rely on colleagues for training rather than using the system’s learning platform. Additionally, the manual lacked troubleshooting resources, and a long gap between training and launch led to forgotten information.A key issue was losing personalized settings from the test system at launch, requiring rework. Users appreciated the support from Extend employees but were hesitant to troubleshoot independently. There were varying levels of system knowledge, and all users expressed a desire to learn more.

Rollercoaster UI

We discovered several critical UI issues. Key functions were placed inconsistently, forcing users to scan or scroll excessively. Buttons lacked a clear design hierarchy, with key actions often appearing less prioritized. The interface was cluttered with complex tables and fields, making it difficult to navigate and obscuring important information. Essential UI elements, like search fields and product lists, were under-prioritized, and poor use of spacing caused elements to blend together. The UI lacked consistency, leaving users guessing functions and navigating through irrelevant information.

Order Navigation

The report observed several inefficiencies in the order navigation process. Pickers relied on printed order sheets, which were logged manually on desktops. Finding an order required at least five interactions, leading to inefficiency. The orders screen was cluttered with irrelevant filter options, overwhelming users. The option to customize filters was often missed due to poor placement, and the key "Show also started" filter had to be manually selected each time. Barcode scanning for order IDs only inputted the ID into the search bar, requiring an additional step to access the order page.

ADDITIONAL INSIGHTS

  • Final Steps in Order Picking are Unintuitive: The final stages of the order were repetitive and confusing, leading to frustration and delays.
  • Manual Duplication Handling: Users must manually mark duplicate products as zero, causing delays and increasing the risk of errors.
  • Impact on Efficiency: This manual process hampers efficiency, raises error risks, and extends inventory audits.
  • Limited Visibility on Scanned Products: When processing incoming deliveries, the system shows only the most recently scanned product, limiting users' visibility of all items and hindering effective shipment monitoring.
  • Need for Comprehensive Tracking: A complete view of all scanned products is crucial for clarity during large shipments. Without it, users may lose track of items, leading to errors and inefficiencies in inventory management.

SUGGESTED ACTIONS

Based on the research findings, we created recommendations to enhance the user experience, addressing specific challenges and opportunities for a more seamless, intuitive and satisfying interaction.

  • Rethink the UI: Re-energize the user interface by streamlining the layout, decluttering screens, and implementing a cohesive design system. This approach should prioritize key actions while simplifying navigation, ultimately leading to a more intuitive user experience.
  • Simplify Order Confirmation: Reassess the order verification process by removing unnecessary steps and offering clearer guidance to reduce confusion and improve workflow efficiency.
  • Introduce Onboarding Enhancements: Create training materials and in-system guides for new users to reduce reliance on experienced colleagues and boost their confidence in using the system.
  • Add Personalization Features:Introduce customization options for experienced users, like warehouse managers, to tailor the interface and hide irrelevant features, enhancing efficiency and user-friendliness.

These recommendations are designed to create a more effective and enjoyable experience for all users, ultimately driving greater productivity and satisfaction within the system.

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